Why share of voice matters

In partnership with the IPA, Nielsen tested the relationship between share of market (SOM) and share of voice (SOV) across 30 categories and 123 brands.

Why share of voice matters

By Robert Whiteford

Marketing ROI Director (Europe), The Nielsen Company

Nikki Clarke

Marketing ROI Consultant (Europe), The Nielsen Company

Peter Field

Marketing and IPA dataBANK Consultant

It is fitting in an awards year dedicated to smaller budget campaigns, that the challenge of working with smaller budgets is explored at the outset of this Advertising Works volume. And this is a good time to do so for other reasons. Recession has forced many marketers to work with reduced budgets, with no clear idea of the likely impact on the longer-term sales and profitability of their brands....

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